ReLaunch Medic > Drip Marketing Is Like Waterboarding

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ReLaunch Medic > Drip Marketing Is Like Waterboarding

EXPLANATION: Have you noticed how many companies (and people too) just spew forth large quantities of blah, blah, blah content? You look at it and wonder "What's the point?" I know we get a lot of it in our office, much of it from businesses with whom we have no prior history (and no interest in). So why do they do it?

They do it because most of the marketing evangelists in today's world espouse the theory of "drip marketing." It feels like an everyday version of waterboarding. It's torture on the recipients because it provides no clear value. Isn't that how you feel too? Torture when you check your email. Torture when you check Facebook or Linkedin or Twitter (or whatever else you use). No matter where you turn, there's torture.

Are they wrong? Well yes and no. It is certainly true that if a business remains out of sight, it remains out of mind. People won't buy from you if they don't remember you are there. So businesses think they need to bombard prospects and customers with stuff. We think they have the wrong mindset.

It should not be a matter of constantly staying in front of them. That's just meaningless noise and people have become very good at ignoring it. Rather, the goal should be to design an consistent and ongoing campaign to keep people in your target audience talking about you. Give them news or stories to discuss with their peer network. Make them wonder about things. Explore some controversy. Set plans in motion to get a reaction!

That can be hard work, which is why so many marketing folks don't bother. They take the easy road and just continue to spew forth thoughtless content ... over and over and over. If you're stuck in that trap, stop! ReThink! Then ReLaunch with something worthwhile on a schedule that makes sense for you and your audience.

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ReLaunch Medic > Are you bland bananas or Bananas Foster?

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ReLaunch Medic > Are you bland bananas or Bananas Foster?

EXPLANATION: Every business, product or service MUST have a special and distinctive reason to exist. It must have a clear platform that brings something to the table which people would miss if the company, product or service was not available to them. Yet, every day, people launch new businesses that fail to meet this most fundamental requirement.

Too many hopeful entrepreneurs and professionals are swatting at piñatas because they wear a business blindfold when they are not even certain there is a worthy reward in their room. Why? It's because they looked inward rather than outward.

They looked inward at their own interests rather than outward at what interested other people. That basic error often precludes them from rising to any significant level of accomplishment. They hit a growth barrier early in their journey and seldom survive the thump! So, if you are facing a Growth Ceiling, you must quickly be certain that you offer something that nobody else can do as well as you can do it. If you are bland as a banana, then add some ingredients to create your version of Bananas Foster!

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ReLaunch Medic > Do your competitors look like you?

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ReLaunch Medic > Do your competitors look like you?

EXPLANATION: In today's informed market, there can be many companies with products or services that, on first glance, might look very similar to yours. If that is the case, then you have a big barrier to success. Unless prospects can quickly and easily discern what makes you different from other available options, you will almost always be driven into a price competition, and that seldom works out well for most businesses.

So what do you do about it? The key is to craft and establish a distinctive product or service message to a targeted audience. That audience must already exist because it is almost impossible for a business to create a new cluster of prospects where one did not exist before. One you know your desired audience, you must establish a brief 2-5 word platform message that members of that audience can remember well enough to share among themselves. That's the foundation for building a meaningful and successful brand.

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ReLaunch Medic > Are you a lone wolf or a collaborative entrepreneur?

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ReLaunch Medic > Are you a lone wolf or a collaborative entrepreneur?

EXPLANATION: The idea of the solo genius is so pervasive in the way people talk about and think about extraordinary success that it obscures the real story of how good ideas become great businesses. More than half of all self-made billionaires started their businesses as part of a Creator - Producer team. If they went solo, they invested often and heavily in trusted mentors and counselors.

Creators see unmet marketplace needs and respond to it head-on. They look beyond an existing business or industry to envision something entirely new and then cultivate the often divergent resources required to turn it into reality. Then, they sell the product or service to customers who didn’t even know they wanted it. Their unusual viewpoint and competitive spirit allows them to turn their fresh ideas into great businesses.

They don't try to do it alone: Lone wolves can't go fast enough! You need help to cajole your ideas into existence. They often need Producers, who are hugely talented people who manage and improve the various endeavors within established guidelines. They work or partner with the Creators to get the sought-after returns and results. Value creation requires both. If you're wired as an Creator, you'd be wiser to connect to a Producer ... and vise-versa.

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ReLaunch Medic > Do you have a strong thirst or quest for more knowledge?

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ReLaunch Medic > Do you have a strong thirst or quest for more knowledge?

EXPLANATION: Top entrepreneurs have incredible curiosity and a strong desire to investigate, learn and master the skills that will propel their success forward. Most gain industry knowledge and experience elsewhere before launching out on their own. For example, Steve Jobs worked at Atari before founding Apple. Larry Page and Sergey Brin, whose academic research explored the mathematical properties of the internet, were the ones that launched Google. Their mastery of specific knowledge is what opened doors.

Learners are earners! Their quest for knowledge generally continues unabated even after setting off on their own. That's how they discover new options and opportunities missed by others. They investigate and study whatever they need to know because they do not want to be overly dependent on others. They will certainly engage experts, and develop specialized support infrastructures, but generally with the specific intent of becoming competent in that subject matter themselves, especially when it is critical to the mission. Wise entrepreneurs should always seek to learn more about the intricacies of their industry and business.

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ReLaunch Medic > How do you respond when your ideas don't go as planned?

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ReLaunch Medic > How do you respond when your ideas don't go as planned?

EXPLANATION: Many self-made billionaires were fired from established companies early in their careers. Many others resigned from companies in their field of choice, typically out of frustration because the company moved too slowly, was too antagonistic towards their ideas, or simply bored them. It's a common outcome since most existing companies are set up to optimize what has already been created. Few have the capacity to once again disrupt their own creation.

What is unique is their ability to shrug off rejection. They see themselves as being actively in control of their own destiny, and as a result, learn to move on quickly. Situations affect them but don't hinder them. They remain self-confident and are not easily discouraged. They are able to deal with setbacks because they primarily see those events as feedback. They heed the lessons of failure and learn from their mistakes without making any excuses. Setbacks are feedback, not terminal failures.

As they move forward, self-made billionaires monetize their mistakes by making calculated risks by trying a number of different ideas over a long period. They believe that experimentation will lead them to their sought-after solution. To them, it's a numbers game. By exploring a number of different options, they are more likely to succeed than their neighbor, who only starts one company or pursues a single business idea over their life. Recognize that people don't remember failure. They remember good.

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ReLaunch Medic > Are you emotional, logical or detached during negotiations?

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ReLaunch Medic > Are you emotional, logical or detached during negotiations?

EXPLANATION: One thing that differentiates great business leaders is their ability to negotiate deals. Almost universally, they have a well thought out plan based on extensive data gathering prior to the negotiation. They are also highly observant of body language and behavior during a negotiation because those two thing say a great deal about someone and the status of the negotiation.

During negotiations, they have a distinct ability to detach themselves from events that might otherwise cause them to get angry or flustered. That makes it nearly impossible to manipulate them emotionally. By contrast, most people let their emotions rule when faced with any negotiation, and as a result, are quickly crushed. It’s a rule in negotiations that you won’t get the deal you want if you lose your focus during the process.

Self-made billionaires, in particular, are adept in using their negotiation skills to generate cash flow almost on demand. They can find or provide cash to respond to key opportunities, execute vital initiatives, or pay the bills at just the right time. They know where to look and then put their persuasion skills to powerful use (e.g. financiers and investors).

 

Stay detached during negotiations.

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